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By Mark Tutssel

The marketing industry is at a zeitgeist moment. Speed, technology and the democratization of creativity have changed the ways we create and consume ideas.

Day in and day out, we – the advertising and business community – are in a battle for people’s attention. Brands are no longer competing against each other, but with the whole of pop culture.

As a result, the world is forcing the advertising industry to reflect, and reinvent itself from the inside out.

A mere 10 years ago, top-down creativity ruled the day. We – advertisers and marketers – controlled the means of

creativity (Photo credit: Sean MacEntee)

creativity. Our message was conceived, crafted and delivered on our terms. Technology barriers prevented others from entering the creative game, ensuring we didn’t have much to compete with in terms of content.

I don’t need to tell you that 2013 is a radically different time. A combination of technology and globalization have so dramatically transformed our industry, it’s important to pause, take a moment to reflect and chart the course forward.

We are amazingly placed to benefit from these ever-changing technological, social and cultural shifts.

Within this shift – which I call – “Creativity Without Borders” – are four distinct tenets that together, will set the benchmark for cultural communications.

Cultural Fluidity

It’s no secret that we live in an all-digital, real-time creative world where ideas circulate freely. Memes transcend language, break barriers and become equally powerful and relevant in rural Canada as they are in urban Mumbai. Every piece of content we write is shared on a global stage. Some are hits, while other are misses.

Both of these campaigns are beautiful ideas that resonate with people all around the world. What this shows you is that the first rule of borderless creativity is quite simple – creativity rooted in compelling human insights and mobilized by technology is culturally fluid.

Democratization of Creativity

The democratization of creativity has given everyone the right to be a creative. Today, technology invites all producers of information to create ideas that truly invite participation. The means of production and the channels of distribution have been turned over to the masses. Every single one of us has access to a potential audience of millions on social media channels.

To succeed in today’s industry, we must be prepared to relinquish the control of our ideas to allow them to be re-imagined, re-mixed and re-purposed. That might seem like a frightening challenge, however marketers who understand this reap the benefits of global participation.